DIGITAL MARKETING AND ITS RELATION TO THE BUSINESS

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F22%3A94395" target="_blank" >RIV/60460709:41110/22:94395 - isvavai.cz</a>
Result on the web
<a href="https://www.tvp.zcu.cz/" target="_blank" >https://www.tvp.zcu.cz/</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
DIGITAL MARKETING AND ITS RELATION TO THE BUSINESS
Original language description
This paper is a descriptive literature review of digital marketing in business. Firstly, a theoretical overview including the definition of digital marketing and a brief history of its development in the business sector was presented. It was established that digital marketing has become a crucial tool for businesses in order to remain competitive. Afterwards, the inclusion of a digital marketing strategy within a business strategy was studied. A thorough market analysis was found to be essential as a first step in this direction. This would naturally result in a wholesome digital marketing strategy that goes with the vision of the company. Thirdly, the impact of the COVID pandemic on using of digital marketing tools was examined. It was found that the pandemic actually had a positive impact on accelerating the adoption of digital marketing by businesses.
Czech name
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Czech description
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Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Sborník příspěvků z konference Trendy v podnikání 2022
ISBN
978-80-261-1129-0
ISSN
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e-ISSN
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Number of pages
14
Pages from-to
0-0
Publisher name
Fakulta ekonomická Západočeské univerzity v Plzni
Place of publication
Fakulta ekonomická Západočeské univerzity v Plzn
Event location
Plzeň
Event date
Nov 10, 2022
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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